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How to Tell Empathetic Stories with Mid-Funnel Messaging

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At #SMWNYC, a session hosted by American Express will teach you how to evolve your messaging beyond commodities to value.

The term “funnel” has been an integral part of marketing lexicon for decades, serving as a strong gauge of consumer interest. While traditionally strategies have favored the top portion of the buyer journey — emphasizing tangible offers and rewards as simple ways to attract attention and drive conversions — social media and mobile have added noticeable pressure to such practices. As a result, today’s content marketers are forced to reevaluate their approach and think beyond commoditized offers in order to compete.

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During #SMWNYC, Chris Marino, Director, Digital Media Acquisition at American Express, will share insights into how the company is a living, breathing example of a group facing this precise challenge and how they’ve shifted the perception of their brand as more than credit cards by looking to the middle portion of the buyer experience. Pointing to a recent campaign, he’ll describe ways to unlock mid-funnel messaging to deliver empathetic stories that resonate across a multitude of complimentary channels.

Other brands to look out for at the conference weighing in on the evolution of storytelling discussion include Campbell Snacks, T-Mobile, Adobe, Salesforce, Diageo, Under Armour and IBM.

There’s still time to join these speakers and many more in New York this spring (April 30-May 2, at the Sheraton New York Times Square) at 10% off the walkup price– so act fast, and look toward a future of empathetic stories with us!

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